Brussels Airlines has unveiled its all-new cabin interior, which is being retrofitted on board its Airbus A330 fleet. The three-class cabin layout was designed in collaboration with JPA Design and pays tribute to Belgium’s rich design heritage. But did it succeed in creating what the airline describes as “a boutique hotel in the air?”

Brussels Airlines has unveiled details about the new cabins that will be retrofitted on its Airbus A330 fleet. The Lufthansa Group subsidiary is investing €10 million per aircraft to create completely new business-class, premium economy and economy-class cabins that were designed in collaboration with JPA Design.

The Belgian carrier described the A330 interior as “a boutique hotel in the air” and said that its design cues were inspired by Belgian Art Nouveau architect Victor Horta. Seats across all classes feature a 3-D textured fabric, which Brussels Airlines said was inspired by Belgian fashion designer Dries Van Noten.

“We want to be the most personal airline, give a personal service to every guest and offer everyone the warm hospitality Belgium is known for.” – Christina Foerster, Brussels Airlines

“At Brussels Airlines we are continuously working on improving the comfort for our guests on board as well as on the ground. With this significant investment in our long-haul travel experience, we emphasize once more our commitment towards an exceptional passenger experience,” said Brussels Airlines CEO Christina Foerster. “We want to be the most personal airline, give a personal service to every guest and offer everyone the warm hospitality Belgium is known for.”

So, how does the Belgian carrier’s vision of an Art Nouveau-inspired boutique hotel at 35,000 translate into an aircraft interior?

Image: Brussels Airlines

The business-class cabin includes 30 seats deployed in a staggered layout – passengers can choose between a single or a double seat depending on whether they are traveling solo or with a companion. Each seat can be converted into a lounge sofa or a flat-bed measuring two-meters in length and each passenger has access to a 15.6-inch seatback display and a pair of noise cancelling headphones. The business-class cabin also features new ambient lighting to help combat fatigue and jet lag.

Image: Brussels Airlines

Brussels Airlines has also created a fully separated all-new premium economy cabin offering 21 seats, each with a 38-inch pitch, 40 degrees of recline and a 13.3-inch seatback display. Each seat also comes with a large tray table and both power and USB outlets.

“With such great design culture to draw on it has been a fun and enjoyable project to deliver.” – John Tighe, JPA Design

“It has been an absolute joy to collaborate with such a characterful combination of the Brussels Airlines brand and Belgium itself,” said John Tighe, design director for Transport at JPA Design. “Both have a genuinely unique ‘joie de vivre’ and with such great design culture to draw on it has been a fun and enjoyable project to deliver.”